Brand Asset Valuator of advertising agency Young & Rubicam measures
brand value by applying four broad factors.
four factors for determining brand value
- Differentiation. Differentiation is the ability for a brand to
be distinguished from its competitors. A brand should be as unique as possible.
Brand health is built, and maintained, by offering a set of differentiating
promises to consumers. And by delivering those promises to leverage value.
- Relevance. Relevance is the actual and perceived importance of
the brand to a large consumer market segment. This gauges the personal appropriateness
of a brand to consumers and is strongly tied to household penetration (the
percentage of households that purchase the brand).
- Esteem. Esteem is the perceived quality and consumer perceptions
about the growing or declining popularity of a brand. Does the brand keep
its promises? The consumer's response to a marketer's brand-building activity
is driven by his perception of two factors: quality and popularity. Both
vary by country and culture.
- Knowledge. Knowledge is the extent of the consumer's awareness
of the brand and understanding of its identity. The awareness levels
about the brand, and what it means, shows the intimacy that consumers share
with the brand. True knowledge of the brand comes through building of the
Differentiation and Relevance taken together say a lot about its growth
potential ("Brand Vitality"), while Esteem and Knowledge determine the current
power of a brand ("Brand Stature").
Brand Asset Valuator Survey
A Survey, based on the Brand Asset Valuator, is conducted annually containing
data about 20.000 brands. It is based on the opinion of over 230.000 respondents
in 44 countries.
Book: Inside the
Minds: Leading Advertisers -
Brand Asset Valuator Special Interest Group
Special Interest Group (276 members)
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Compare with the Brand Asset Valuator:
| Brand Personality
Brand Identity Prism
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